The brief was to create a visual identity for a new branch of the client's company, dedicated to the end consumer, and related to food products, more specifically cakes and desserts.
The client aims at providing a professional range of products of easy execution to the end consumer that, in spite of not being a professional chef, can always get perfect results in their desserts. In that sense, they asked for the logo to have the iconic chef's hat. They wished to distribute this premium segment of the company in the home country, but mainly expected to go through the process of internationalization, exporting the product to neighboring countries with high Portuguese emigration rates. This fact is due to their intent of working with typical Portuguese desserts. Their main goal was to reach emigrants and get their brand to help people recall Portugal, their homeland, and their favorite typical desserts, but also make themselves and their products known abroad, always keeping in mind that this was a Portuguese product.
Our methodology rested on a long process of competitive review and conceptualization. The logo needed to take into account the cross-media approach of the brand, while conveying the main requirements of the client and revealing a Portuguese traditional aesthetic.
We have drawn inspiration from the art of Portuguese tiles. The tile is a traditional and identifying element of the Portuguese culture. The manually painted blue strokes always hold a story and represent a sophistication of a conventionally poor material that is the tile, and praise their nature as a means of aesthetic requalification of a space.
In order to combine the national pride of this art with the culture, we tried to ally the creative heritage of tiling with the Portuguese maritime heritage and their associated traits: we wanted to implement a brand with an organic feel and the romanticism essence, typical of the Portuguese culture.
For this logo, we tried to represent the blue artistic strokes of the traditional Portuguese tiling and the distinctive character of the paintbrush through the organic manual strokes of the letters and their natural contours. We also intended to represent a wave as a means of representing the historical maritime tradition in tribute to national pride. This is why the logo is interconnected and its lower area is so wavy-like. Moreover, there is also a representation of a smile, in order to highlight the happy moments lived when cooking with family and friends, and the chef hat is also displayed symbolizing quality and experience of a master baker.
The client was very pleased with the identity created and identified with the aesthetic instantly. Since launch, the target-audience is acknowledging the brand implementation on large stores throughout several european countries. Their motto is being recognized and their are gaining loyal customers, not only Portuguese, but also foreign. The client is now considering widening their product range and has reached us for packaging designs also.